Cilt 11 Sayı 2 (2023): Business & Management Studies: An International Journal
Makaleler

Hizmet karması ve değer temelli faydaların müşterilerin firma değişim niyeti üzerindeki rolü: Çevrimiçi yemek teslimatı hizmeti platformları üzerine bir çalışma

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  • Edin Güçlü Sözer,
  • İbrahim Uzpeder,
  • Hakan Özcan
Edin Güçlü Sözer
Associated Professor, Istanbul Okan University, Istanbul, Turkey
İbrahim Uzpeder
Assistant Professor, Istanbul Beykent University, Istanbul, Turkey
Hakan Özcan
Associated Professor, Istanbul Gelişim University, Istanbul, Turkey
DOI: https://doi.org/10.15295/bmij.v11i2.2250

Yayınlanmış 2023-06-26

Anahtar Kelimeler

  • Çevrimiçi Yemek Teslimatı, Hizmet Pazarlaması, Müşteri Memnuniyeti
  • Online Food Delivery, Service Marketing, Customer Satisfaction

Nasıl Atıf Yapılır

Sözer, E. G., Uzpeder, İbrahim, & Özcan, H. (2023). Hizmet karması ve değer temelli faydaların müşterilerin firma değişim niyeti üzerindeki rolü: Çevrimiçi yemek teslimatı hizmeti platformları üzerine bir çalışma. Business & Management Studies: An International Journal, 11(2), 640–657. https://doi.org/10.15295/bmij.v11i2.2250

Telif Hakkı (c) 2023 Edin Güçlü Sözer- İbrahim Uzpeder- Hakan Özcan

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Özet

Artan mobil teknoloji kullanımı, mobil uygulamaları kullanarak tek tıkla alışveriş yapma kolaylığı ve COVİD-19 salgınının yükselişi, iletişim, işlem ve tüketim süreçlerinde tüketici tercihlerini, alışkanlıklarını ve önceliklerini değiştirmiştir. Bu değişikliklerin bir yansıması olarak, çevrimiçi yemek teslimatı (OFD) pazarının büyümesi son birkaç yılda muazzam bir ivme kazanmıştır. Fiziksel mağaza perakende hizmetleri ve gıda dışı ürün teslimat hizmetleriyle karşılaştırıldığında, OFD hizmetleri perakende hizmet karmasının özel olarak uyarlanmasını gerektirmektedir. Bu çalışma, OFD hizmet karması öğelerinin, tüketicilerin memnuniyetlerini ve hizmet sağlayıcı değiştirme niyetlerini etkilemesi beklenen faydacı ve hedonik değer algılarını şekillendirmedeki rolünü belirleyerek, OFD hizmet pazarlamasına bütüncül bir bakış açısı oluşturmayı amaçlamaktadır. Araştırma bulguları, kalite, uygunluk ve fiyattan oluşan OFD hizmet karması unsurlarının, tüketicilerin faydacı ve hedonik değer algıları üzerindeki önemli etkisini doğrulamaktadır. Faydacı değer algıları, OFD hizmetlerine yönelik müşteri memnuniyetini olumlu yönde etkilemektedir. Diğer taraftan, hedonik değer algılarının müşteri memnuniyeti üzerinde anlamlı bir etkisi tespit edilememiştir. OFD hizmetlerine ilişkin müşteri memnuniyet düzeylerinin artması, tüketicilerin hizmet sağlayıcı değiştirme niyetlerini olumsuz yönde etkilemektedir.

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